EVOLUTION - ESCAPE ORDINARY

Originally named WA Renovations, Evolution now barely resembles life prior. Purchased by an existing home builder, the business is intended to bolt into already existing services. Presented to The Jam Jar, our first challenge was to rename the business, giving it a new identity and in doing so, move both its’ position in the market (up) and define its’ new place in the category.

In a manner very typical of ‘what’ based thinking, WA Renovations marketed their services as Kitchen, Bathroom and Laundry renovations. This way of thinking no longer served the strategic purpose of the purchase, including the associated future vision. There were plans in the pipeline to upskill in the intel of the business, moving it to Custom Builds, Extensions and Renovations. The old skin no longer matched, or could deliver, the new vision.

Early why based strategy work uncovered a belief in power of beautiful design to impact how people feel. We also learned of a willingness to put more effort in than usual at the beginning of the sales journey. The Jam Jar understood these two concepts had the power to influence reputation (and hence market share) and subsequent sales.

The Jam Jar determined the vision of the new business centred around its ability to help customers the monotony of ‘ordinary’. This ability is delivered by the beliefs and processes of the business, where the essence of ‘what they do’ is evolving customer surrounds. Once this understanding brought into focus, it seemed natural the new business be called “Evolution”, where the brand promise/promise to market is ‘Escape Ordinary’.